G银行信用卡数字化营销策略研究
中文摘要
信用卡作为已在一般民众中普及的金融工具，在商业银行零售业中占据着重
要的地位。然而，伴随着互联网金融的高速发展，互联网企业凭借线上获客、网
络支付和互联网信贷产品逐步取代传统模式，对商业银行信用卡业务造成了不小
的冲击。在此背景下，探讨商业银行信用卡产业的发展模式如何从单一的线下营
业向线上化、数字化进行战略转型，促使信用卡业务能顺应互联网时代的经营方
式，提高信用卡在金融零售业的占比，具备一定的研究意义，亦能给其他银行信
用卡的互联网金融服务研究提供参考借鉴。
文章运用文献研究法，对信用卡、互联网金融及数字化营销理论和模式的文
献进行查阅。以G银行的信用卡业务作为研究对象，介绍G银行信用卡业务的概
况及营销现状。在对G银行信用卡的营销环境进行宏观分析后，借助波特五力模
型和SWOT模型，深入探究G银行信用卡业务的优势，以及在同业竞争、以互联
网金融为主的替代品等方面所受到的劣势和威胁，挖掘发展机遇。同时，通过发
放问卷，收集客观情况反馈，结合G银行信用卡业务的现状指出G银行当前在客
群拓展维护、产品设计推广，营销渠道服务、定价机制等方面亟待解决的问题，
继而运用数字化营销的4R战略核心模式提出解决方案。
G银行应从自身实际情况出发，因地制宜，提升数字化营销策略。首先是积
极优化大数据应用下的营销手段，围绕行内外用户数据描绘客户画像，确定战略
客群，提供精准营销，避免趋同化的服务;其次是在互联网场景化获客模式方面，
要通过内外联动构建互联网流量矩阵，提升“自有线下网点+传统线上平台+新兴
线上媒介”的全渠道运营能力，以数字化手段完成客户触达;再次是抓住数字货
币推广机遇，高度重视数字化产品和业务模式的创新，以个性化产品和开放心态
主动拥抱年轻客群，形成持续互动，使之向成熟客户转变;最后，借利率政策松
绑契机，打破传统C端及B端的统一定价策略，重构信用卡价格体系以争取市场
份额，形成长远创利模式。此外，G银行需持续加大科技投入、建立人才队伍以
及加强风险防控以确保信用卡数字化营销策略的顺利实施。
关键词：互联网金融，G银行，信用卡，数字化营销
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Research on the Digital Marketing
Strategy of G Bank Credit Card
Abstract
As a financial tool that has become popular among the general public, the credit
card occupies an important position inthe retail business of commercial banks.
However, along with the rapid development of Internet finance, Internet companies’
online customer acquisition, payment methods and credit products have gradually
replaced the traditional models, causing a considerable impact on the credit card
business of commercial banks. In this context, it is of certain research significance to
explore how the commercial banks’ credit card industry strategically transforms itself
from the single offline pattern to the online digital pattern,so as to follow the
operation mode of the Internet era and increase its proportion in financial retail. It is
also hoped that this exploration can provide reference for the online credit card
services of other banks.
Using literature research methods to consult the literature of credit cards, Internet
finance industries, as well as the digital marketing theory and modes, this paper takes
G Bank’ s credit card business as the research object and analyzes its general
situation and current marketing status . After the macro analysis of the marketing
environment of G bank credit card business, the paper, with the help of Porter five
power model and SWOT model, deeply explores the strengths and opportunities of G
bank credit card business，along with its weaknesses and threats regarding horizontal
competition,onlinefinancialsubstitutes,etc.Inaddition，throughissuing
questionnaires,collecting objectivefeedback,andcombiningwith thecurrent
situation of G Bank credit card business, the papers points out the existing problems
in terms of customer development and maintenance, product design and promotion,
marketing channel services, and pricing mechanism，then adopts the 4R core model
strategy of digital marketing to propose solutions.
G
Bank
should
improve
digital
marketing
strategies
and
propose
countermeasures based onits local conditions.To be specific,it shall actively
optimize marketing tools with the help of big data applications, create customer
personas based on user data, identify strategic customer groups, and provide accurate
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marketing to avoid convergentservices. Secondly, for the online scenario-based
customer acquisition, the bank should build an Internet traffic matrix through internal
and external linkage, enhance its omnichannel operation capability with “own offline
outlets + traditional online platforms + emerging online media”, and realize user
reach via digital approaches.Thirdly, great importance shall beattached to the
promotion of digital currency and the innovation of digital products and business
models. Young customers shall be warmly welcomed with personalized products for
continuous interaction and transformed into mature accounts. Finally, it must take the
opportunity of interest rate relaxation, break the uniform pricing strategy of C- and
B-sides, reconstruct the credit card pricing system to gain more market shares and
form a long-term profit-making model.In addition, it is necessary for G bank to
continuously increase investment in science and technology, establish talent teams, as
well asstrengthen riskprevention andcontrol inorder toensure thesmooth
implementation of the credit card digital marketing strategy.
Key words:Internetfinance, Gbank, creditcard, digital
marketing
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